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I had the privilege and the pleasure of speaking at The Aesthetic Meeting 2015 in Montreal (ASAPS) last week. This event is a gathering of aesthetic innovators and experts from around the world. My presentation was “What’s Your Video Strategy? How To Create, Curate and Convert Using Video”.In this video, I talk about the “Why”- why this trend is an important and strategic addition to any marketing plan. YouTube is the second largest search engine after Google. More than 300 hours of video are uploaded to YouTube each minute and according to a recent TNS Study, three out of five women between the ages of 18-54 go to YouTube to SEARCH for answers to their questions. Video is a “big priority” for Facebook CEO, Mark Zuckerberg, and with the recent launch of “auto-play” Facebook is neck and neck with YouTube for monthly video views. And for the aesthetic industry, RealSelf, the largest aesthetic community in the world, launched a video platform last year for its community and doctors and has already posted 6,000 videos. It’s all growing faster than anyone can believe!In an earlier segment of my presentation, I shared with the audience my experience working on a traditional video production 10 years ago. I had a huge budget and a huge crew to pull off what many of us can do with a simple online video strategy. Today, anyone can do video, and everyone should.Click to watch the full presentation from ASAPS.

Transcript:

So, why video? Based on the people I know, we are overwhelmed already with all the different marketing tools that are out there. And everybody says that theirs is the most important. So let's not... there's a lot to do. But let's first understand why online video marketing and what's really going on.

Back in Sisters, Oregon ten years ago, there was no such thing as online video marketing. I had no choice if I wanted to use video, but to create a commercial. But today, this year, is YouTube's 10th year anniversary. It is growing exponentially. In fact, YouTube is getting 300 hours+ of new footage every single minute. And you can see the trajectory is pretty impressive and it's only going up.

TNS just came out with a very interesting stat, too, which I think is incredibly relevant for you and your industry: women ages 18-54, 3 out of 5 of those women are going to YouTube to search for answers to their questions. So 3 out of 5 women ages 18-54 are going to YouTube to search for answers to their questions. YouTube is the second largest search engine in the world, only second to Google - and Google owns YouTube. So those are two kind of interesting facts to know.

Facebook is right there with them. In the past 6 months, they've made a huge effort to compete directly with YouTube and with the autoplay that they just launched in August, they now have as many views every day than YouTube. In fact, they surpassed with it with 1 billion views. Mark Zuckerberg, there are so many good quotes, but with their 3rd quarter earnings, he said, "Video is a big priority." They are looking at it seriously, they know that people love video and research has shown that video is shared 12 times more than text and blog links combined. So there's a huge opportunity here.

Also, RealSelf launched a platform last year... this is your audience and this is a huge opportunity to be able to share videos that are specific to your audience. They launched last year, there's more than 4000 videos and they are being created by doctors as well as the community. So they are seeing that it's doing very well, it's growing rapidly, and not only that, it's an incredible place because it is the number one aesthetic community in the world. It is a great place for you to be able to engage with that audience and also have them like and share without them worrying about somebody else seeing it that they don't want. They want to protect it, it's a whisper topic still for many so it's a great way for you to be able to engage and educate them before they come in the office.

And then lastly, why video? You. Fifteen years ago, when I was working at the same start up company, I got a call from a company that was super excited to tell me about their product. I was buying television media and I had a huge budget so they couldn't wait to tell me about this great online product. The product and the company was Google. SO they were telling me about search engine marketing and pay-per-click advertising and at the time, I was managing cost-per-lead. So to me it was really important, and to the company, that we figure out a way to grow and to manage cost-per-lead. So we gave it a shot and because we were there so early in the game, we were able to grow. We were the fastest growing private company three years in a row in the state of Washington. And that's very much thanks to Google. And the piece here that is the takeaway is that it was still very new, it was not very competitive, and the cost was very low. So it allowed us to be able to connect with people cheaper, but also grow faster so that we could then do more for those people. And there are lots of studies out there... many case studies. Marketing Sherpa says you are 174% more likely to convert a client if you use video, if you do a product video. And a lot of that is because you're building an emotional connection, they can see you on camera, they can see your team on camera, they can see your office on camera. And the more that you share and the more authentic you are, the more likely they will want to contact you. Because they've already experienced you.

Okay, so now we know why. Let's talk about how. So I'll keep this fairly high level, but again, the point of this is to make sure that you feel confident and are empowered enough to be able to create these videos yourself and leverage them so they are easily part of every other piece of your marketing channel.